Analysis and Research on Customer Satisfaction and Improving Strategies of W Boutique Hotel
|關鍵字:||精品旅館;服務品質模式;顧客滿意度;服務創新;Boutique Motel;Motel Bible;Six innovations of Boutique Motel;Innovative Designs;Innovative Management;Innovative Management;Innovative Brand;Innovative Customer Feedback Program|
It has been 32 years since the very first motel business was introduced to Taiwan from the US in 1980s. In 32 years, the number of motels in Taiwan has grown to nearly 800. The industry soon experienced the 4 stages of product life-cycle which are Introduction, Growths, Maturity and Decline. Being in the Decline stage now, finding the best strategy to improve customer satisfaction has become a major focus in business survival. The purpose of this study is to investigate factors and strategies that contribute to the increase of customer satisfaction. It is necessary to first set up a complete procedure to collect feedback from customer satisfaction surveys and questionnaire as well as management policy in order to obtain an in-depth understanding of business needs in all three aspects, the service, the management and the revenue. And then to develop optimal and best suitable strategies accordingly to create superior customer value and profitable income. There are 4 purposes of this research: 1. What are the factors impacting customer satisfaction? 2. What is the best strategy to improve customer satisfaction? 3. How to develop effective staff training based on the customer satisfaction questionnaire? 4. How to create a win-win situation complying with customer-oriented direction? This research adapted the Case Analysis Method and used W company as the case. In 2009, Company W conducted its staff training according to the results from the Customer Satisfaction Questionnaire with the expectation to see increase in customer satisfaction. After a year of training conducted in 2010, positive results were shown in 2011 and 2012. However, although W company made an effort to improve customer satisfaction, other issues arose as a result from external environment variables. This in turn led to the need for more marketing strategies and promotion, which increased the heavy and complicated loading in their customer service. Various complaints were received from the customers. Therefore, to pursue better customer satisfaction, it is necessary to start from employee satisfaction.
|Appears in Collections:||Thesis|